Face Your Fate About Service Delays

Consumers who associate with Asian cultures react to service delays differently than do those associating with a typical American culture, according to a set of studies at Chinese University of Hong Kong and Lingnan University.
     The researchers use as an example the delay of an airline flight. Asian consumers are substantially more likely than their Western-culture counterparts to accept the delay without upset. On the other hand, the Asian consumers are much more sensitive to airline personnel showing evidence of disrespect when explaining the reason for the delay. They consider losing face as within the control of the service provider, but accept fate as a reasonable explanation for taking longer.
     In the Hong Kong studies, Western consumers were relatively tolerant of staff rudeness in settings that included a movie theatre, a computer repair service, and even a restaurant. Asian consumers became irritated at minor signs of rudeness, but accepted nonsocial retailer failures relatively graciously. This effect was strongest when the retailer offered brands with names like Lucky Star which imply fate-based initiatives.
     Research findings from Dartmouth College and Columbia University explored this as a matter of karma. Karma—which is strongly associated with India—is a belief system centered around long-term consequences. As we look forward in our lives, the decisions we make now affect what happens to us in the future. Good actions will produce good results at some point. Turning to look behind, we’ll see that what is going on with us now is the result of our past. The thoughts we’ve had, the words we’ve said, the actions we’ve taken, the deeds we’ve instructed others to take on our account or while under our control.
     This is true for everyone, since even the youngest child possesses a past, having lived a succession of existences. Universally, pleasant experiences will happen for us now because of good we’ve done in this or a former life. My unpleasant experiences are the consequences of my bad thoughts, words, and deeds in the past.
     Consumers who believe in karma are more patient in resolving complaints about retailers than are consumers who don’t believe in karma. People who believe in karma also are more persistent than those who don’t. If they attribute bad customer service to their own past bad actions, they don’t lower their expectations for respectful customer service. Recognize the importance of patience and persistence in building their repeat business.

For your profitability: Sell Well: What Really Moves Your Shoppers

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